GfK has successfully established consistent standards for their truly global and integrated Social Media Analysis (SMA) offer, thus addressing a long unmet need of marketers.

Dr. Ralph Wirth, a global innovation and digital specialist within GfK, said, "International marketing experts are often frustrated by the fact that there are hardly any truly global offerings in the field of social media analysis. This situation forces them to work with several different providers, which complicates the aggregation of results and the extraction of global insights."

GfK's new offering leverages the company's global network to deliver flexible web content gathering and analyses in any language at market leading quality. Local specifics of the web landscape are taken into account, and the bigger picture is derived by integrating SMA insights with other essential context specific information available to GfK, such as survey data or knowledge on purchase behavior.

GfK piloted their new SMA standards in a recent 'status quo' study, run in the People's Republic of China, identifying, collecting and analyzing the online buzz for four leading smart phone brands. The success of the methodology has established GfK's global standard for SMA analysis; delivering a unique, language-agnostic and fully scalable solution.

Wirth explains, "We chose China because it is the most challenging social media market available, combining strict regulations and a unique online landscape. Insights from our highly successful study have already been integrated into several ongoing projects in China. And we have proven that, by using human coders that are supported by automatic algorithms, we can deliver superior quality results and correct for nuances, such as irony and sarcasm - which is absolutely crucial for the way people talk online."

GfK's global SMA standards are the product of numerous projects run across their global network, including a broad range of commercial projects, as well as various 'research on research' studies.

While walking around the office I happened upon a relatively new employee dragging emails from his inbox into folders. I asked why and was told, “I’m just answering emails and getting stuff off my desk.” An empty inbox may be emotionally satisfying to look at, but in practice, you shou...

An update to the Web Content Accessibility Guidelines (WCAG) is coming. Did I lose you already? If you're not familiar with WCAG, it's a collection of guidelines that developers, designers and accessibility experts use to help ensure the apps and websites they create are accessible to ...

Hiring a digital marketer starts as soon as you plan to launch a prototype of your innovative idea. But, without knowing anything about digital marketing, you may not be able to reach out to investors and target audiences. You can follow the following basic points to know the significa...

Java 9 ships with some minor—yet awesome—new language features that make developing easier and cleaner. In this post, we’ll take a look at three of these new features.
You probably remember interface methods, which were introduced in Java 8. These are required so that Java itself, as ...

Digital transformation has changed the way users interact with the world, and the traditional healthcare experience no longer meets rising consumer expectations. Enterprise Health Clouds (EHCs) are designed to easily and securely deliver the smart and engaging digital health experience...